STAYING POWER FOR BRANDS
I'm Steph Parker ("Sparkie"), an award-winning strategist, team leader, and discipline builder. My job is to address business challenges through the right brand and engagement pathways. Strategy isn't a slide deck — it's a dynamic roadmap. And if it isn't opinionated, you shouldn't call it a strategy.
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WHEN BRAND & ENGAGEMENT MEET
With experience launching AAA video game titles, blockbuster oncology treatments, and many things in between, my diverse portfolio and broad skillset unlock new thinking. Innovative ideas cross categories and turn into engagement from internal and external audiences alike.
Developing teams & their skillsets
As a collaborator and leader, I bring equal parts systems thinking, candor, and witty banter to projects. I've managed people, accounts, and P&Ls to win new business, expand existing relationships, and grow dynamic teams.
"Steph is a collaborative leader who builds confidence and capability in those around her... and a beacon of knowledge, unprompted praise, and constructive criticism.'"
agency-side senior vice president
contact
I'm open to hearing about leadership-focused roles, freelance projects, teaching or training opportunities, and speaker requests for inclusive gigs. If something you have fits the bill, share a few details below and kick off the conversation.
© 2026. All rights reserved. Based in Boston.
Read the Disclaimer and Cookie Policy when you get a chance.
And, here's my personal note on AI + how/where I use it.
Cheers!
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THE WORK
Here are a few words about the bread and butter of my practice.
Brand Strategy
Distills the realities of a business, the perspectives of its audiences, and the elements of culture that contextualize them into a concept an audience can grasp. In other words, a brand. This work creates and maintains the things which make or break a company's ability to stand out in a landscape full of choices, and our ever-evolving world.
ASK ME ABOUT...
Positioning a geeky tech product as the tool for creatives, maintaining category leadership as an aging oncology brand, or making an old-school bank feel fresh to a new generation.
Engagement Strategy
What makes brand strategy real. This is how the work is operationalized so that internal teams and the outside world have shared, consistent experiences that move them from paying attention to taking whatever desired actions are most impactful for the bottom line.
ASK ME ABOUT...
Reaching a multigenerational gamer pool to launch a 30-year old video game, making a splash with an immersive campaign for a travel brand, or designing a cognitive hub for Alzheimer's patients.
Intelligence
Recommends, analyzes, and makes sense of the quantitative and qualitative inputs every strategy needs as its fuel. Knows the difference between a data point and an insight. Connects dots in bold ways. Looks ahead to be proactive, not just reactive.
ASK ME ABOUT...
Why joy matters to early childhood education, where prostate cancer patients go to talk candidly about their hormones, or how to tell the difference between sensationalism and genuine belief when people discuss controversial issues.
Facilitation
These are the kinds of workshops that actually engage people, not the kind that could have been an email. Sometimes, they exist by themselves to quickly get teams unstuck. Other times, they stack sequentially to work through larger moments of change. Though the toolbox stays largely the same from session to session, each one is baked from scratch.
ASK ME ABOUT...
The differences between in-person and virtual environments, which techniques are most effective at maximizing participation, or what my 10+ years of university instruction has taught me about how people approach group work.
© 2026. All rights reserved. Based in Boston.
Read the Disclaimer and Cookie Policy when you get a chance.
And, here's my personal note on AI + how/where I use it.
kind words
My biggest career wins have nothing to do with projects or awards — they involve people. Here are a few things I'm especially proud others have said about working with me.
"It's like you are in my brain."
brand-side senior communications officer
"I'm not sure where I'd be right now if you hadn't been my line manager... you've set the bar far too high."
Former direct report
"I really love how Steph empowers the conversation by blending both intelligence and personality. It's often rare that someone can speak as an expert but also have the personality to carry the room."
agency-side account lead
"A wonderful & knowledgable instructor with a great sense of humour. Held my attention despite class timings at the end of tiring workdays and was very engaging."
former marketing student
"There are few people who have the knowledge base, client-facing personality and ability to explain their strategy in plain terms — Steph is one of those people."
colleague on a freelance assignment
"Steph exemplifies all four of our values, substance, style, conviction, and grace but if I
was to highlight one, it would be grace. Grace in navigating a whole array of team
situations where she was either brought in too late or inconsistently. In these
situations, Steph still stepped up to pitch in and offer lots of value."
agency-side chief experience officer
© 2026. All rights reserved. Based in Boston.
Read the Disclaimer and Cookie Policy when you get a chance.
And, here's my personal note on AI + how/where I use it.
Disclaimer
Last updated March 4, 2026WEBSITE DISCLAIMER
The information provided by Steph Parker ("I," "me," "my," "we," "us," "our") on http://www.stephparker.com (the "Site") is for general informational purposes only. All information on the Site is provided in good faith, however we make no representation or warranty of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability, or completeness of any information on the Site. UNDER NO CIRCUMSTANCE SHALL WE HAVE ANY LIABILITY TO YOU FOR ANY LOSS OR DAMAGE OF ANY KIND INCURRED AS A RESULT OF THE USE OF THE SITE OR RELIANCE ON ANY INFORMATION PROVIDED ON THE SITE. YOUR USE OF THE SITE AND YOUR RELIANCE ON ANY INFORMATION ON THE SITE IS SOLELY AT YOUR OWN RISK.EXTERNAL LINKS DISCLAIMER
The Site may contain (or you may be sent through the Site) links to other websites or content belonging to or originating from third parties or links to websites and features in banners or other advertising. Such external links are not investigated, monitored, or checked for accuracy, adequacy, validity, reliability, availability, or completeness by us. WE DO NOT WARRANT, ENDORSE, GUARANTEE, OR ASSUME RESPONSIBILITY FOR THE ACCURACY OR RELIABILITY OF ANY INFORMATION OFFERED BY THIRD-PARTY WEBSITES LINKED THROUGH THE SITE OR ANY WEBSITE OR FEATURE LINKED IN ANY BANNER OR OTHER ADVERTISING. WE WILL NOT BE A PARTY TO OR IN ANY WAY BE RESPONSIBLE FOR MONITORING ANY TRANSACTION BETWEEN YOU AND THIRD-PARTY PROVIDERS OF PRODUCTS OR SERVICES.PROFESSIONAL DISCLAIMER
The Site cannot and does not contain marketing/advertising advice. The marketing/advertising information is provided for general informational and educational purposes only and is not a substitute for professional advice. Accordingly, before taking any actions based upon such information, we encourage you to consult with the appropriate professionals. We do not provide any kind of marketing/advertising advice. THE USE OR RELIANCE OF ANY INFORMATION CONTAINED ON THE SITE IS SOLELY AT YOUR OWN RISK.TESTIMONIALS DISCLAIMER
The Site may contain testimonials by users of our products and/or services. These testimonials reflect the real-life experiences and opinions of such users. However, the experiences are personal to those particular users, and may not necessarily be representative of all users of our products and/or services. We do not claim, and you should not assume, that all users will have the same experiences. YOUR INDIVIDUAL RESULTS MAY VARY. The testimonials on the Site are submitted in various forms such as text, audio and/or video, and are reviewed by us before being posted. They appear on the Site verbatim as given by the users, except for the correction of grammar or typing errors. Some testimonials may have been shortened for the sake of brevity where the full testimonial contained extraneous information not relevant to the general public. The views and opinions contained in the testimonials belong solely to the individual user and do not reflect our views and opinions. We are not affiliated with users who provide testimonials, and users are not paid or otherwise compensated for their testimonials.
© 2026. All rights reserved. Based in Boston.
Read the Disclaimer and Cookie Policy when you get a chance.
And, here's my personal note on AI + how/where I use it.
A PERSONAL NOTE ABOUT AI
Last updated April 6, 2026Artificial intelligence (AI) is out there, which is not exactly a groundbreaking conclusion to present — I know.I've been a user (likely an abuser) of the em dash for about as long as I've been able write, so please don't take it as an indication that my words aren't my words. If anything, AI was trained on human creations, so it shouldn't be a surprise that the bots took notice.Like many people, I have a ton of questions and concerns about AI. Some of them center around the ethics of using these technologies, while others border tin-foil hat territory regarding humanity's survival. We're at an inflection point as a species in that regard. So we're clear, that means I'm thinking about things like AI's relationship to our military-industrial complex, the systemic discrimination that takes place when big tech decides which communities to build data centers in, how quickly our insatiable appetites for tech will destroy the planet, the biases that LLMs all test positive for, etc.More practically, I am watching widespread AI adoption across my industry destroy critical thinking. I am not just parroting headlines here, I am recounting my own observations. Attempts are being made to cut out humans with machines at every stage of the work, and those who don't know any better ship slop as strategy every day. It makes me crazy. In an attempt to court clients and customers, agencies and organizations alike are productizing meaningless bullshit, slapping an AI label on it, and expecting it to do heavy lifting. I say: good luck.I feel caught between a rock and a hard place, as I'm sure many others do. Selfishly, I don't want to be labeled a dinosaur and contribute to my own obsolescence by abstaining. At the same time, I haven't any desire to engage with something I believe causes more harm than good.What that means in terms of my online presence is this: I've used AI to generate the images on my website (as in, where you are reading this right now), the article thumbnail images for my Substack posts, and my LinkedIn headshot. I don't feel great about it, but I don't have a budget set aside to spend on personal branding. (I also change my hairstyle too frequently to pay for professional portraits.) I didn't "vibe code" this website and built it component by component using my CMS. I picked the colors, the fonts, the styling, the flow, all of it.In terms of the work I produce, I use AI sparingly — either to perform a search where I ask it to cite sources on a particular subject, or as an editor that can more succinctly phrase a point I'm trying to make. I will occasionally have it ingest notes I have taken 100% on my own to draw parallels and connections between my own observations. Most often, I use a company-provided AI notetaker to record meetings so that I can be fully present during conversations and look up notes or soundbites later. It doesn't stop me from scribbling in my notebook, but instead of feverishly trying to capture what someone is saying, I can capture my own ideas to expand on later. I do not believe that the current state of AI can do what a human strategist can do in terms of research, analysis, insight generation, or strategic planning. Until humans find a way to develop a synthetic intuition and program it into a bot, that will continue to be my POV. I am not exactly advocating for us to get there, but I did grow up with TNG and was rather fond of Data so I can't completely cross it out. Trek has produced some excellent material over the years exploring the concept of human vs. machine.I would like to think that my personal AI lens gets sharper and clearer by the day; I can generally sniff out something that's been written or conceived by AI, and do my best to coach my teams on responsible use (as well as copywriting) so that we don't lose our edge.TL;DR: My use of AI is limited, both in my practice and across my platforms. I will continue to update and add to this note as the space evolves, and am happy to address questions or concerns should you have any. Please reach out using the contact form on the main page to get in touch.Cheers,
Sparkie
© 2026. All rights reserved. Based in Boston.
Read the Disclaimer and Cookie Policy when you get a chance.
And, here's my personal note on AI + how/where I use it.